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Public Health Service (PHS) reported that scientific evidence suggests that the lower the tar and nicotine content of cigarette smoke, the less harmful would be the effect. Though much later on, in 1994, this claim would be challenged and torn down by the FTC as false, it was widely accepted at the time

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Oxidation and loss of aroma : Over time, flavor compounds in the tobacco oxidize or evaporate, leaving dull aroma and less flavor

"We need harm minimisation in concert with enforcement measures," he said

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So countries develop whole series of graphic warnings and the World Health Organization recommends rotating them